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161.
Aimee S. Riedel Clinton S. Weeks Amanda T. Beatson 《Journal of Marketing Management》2018,34(9-10):750-774
This study develops a conceptual framework of advertising intrusiveness that extends previous research on the topic by examining both drivers and consequences. To achieve this, the work draws on in-depth interviews with 29 adult consumers who report experiencing intrusive advertising in their daily lives. Three drivers of advertising intrusiveness are identified – temporal disruption, visual disruption and flow disruption – along with three consequences – emotional response, behavioural response and cognitive response. From these drivers and consequences, a conceptual framework of advertising intrusiveness is developed based on ideas about psychological reactance. Based on this framework it is proposed that, while all advertisements might ultimately be perceived as intrusive, an advertisement’s characteristics, which are the identified subcomponents of the drivers of intrusiveness, exacerbate the resultant consequences. 相似文献
162.
The paper re-conceptualizes cultural intermediaries as shapers of “emerging cultural capital” (Prieur, A., and M. Savage. 2013. “Emerging Forms of Cultural Capital.” European Societies 15 (2): 246–267; Savage, M., F. Devine, N. Cunningham, M. Taylor, Y. Li, J. Hjellbrekke, and A. Miles. 2013. “A New Model of Social Class? Findings from the BBC’s Great British Class Survey Experiment.” Sociology 47 (2): 219–250) and re-frames their practice of signification and negotiation as informed by “multiple dimensions of mediation.” Drawing on a case study of Nike’s transnational advertising production and interviews with key actors within the context of production, the paper examines how the creative/cultural labour process cuts across global and national fields of cultural production and consumption through which popular culture and middle-brow tastes were mediated, signified and represented. In particular, a television campaign for the Japanese youth market was critically analysed to reveal how specific new tastes, lifestyles and consumption practices were legitimized as emerging forms of cultural capital. Consequently, their taste-making practices are profoundly implicated in symbolic struggles and cultural changes emerging within/from the increasingly “globalizing” field of cultural production. 相似文献
163.
This study assessed how and to what extent self-regulation of online behavioral advertising (OBA) is executed on participating companies' websites. Based on the principles of OBA, as outlined by the Digital Advertising Alliance and Federal Trade Commission, we analyzed the format of OBA notices, explanation of OBA notices, opt-out options, transparency, and use of unacceptable notices. A series of content analyses was done in the years 2013 and 2015. Our results indicated slight improvements over the years, but the specific details of the implementation continued to fall short of the standards. In terms of accessibility and visibility, many websites demonstrated problematic presentations or lack of the components necessary to increase consumers' understanding and control over the practice of OBA. 相似文献
164.
Previous research has focused attention on state skepticism over corporate social responsibility (CSR) communications, but little work has focused on how to override preexisting differences in consumer skepticism. To gain insight into this issue, the present studies explore whether company ads promoting a firm’s good deeds generate more positive responses when the ads contain concrete claims and/or images related to the firm’s corporate social responsibility claims, and how these elements of the CSR communication interact with individual differences in advertising skepticism. Results show that highly skeptical consumers (a) respond less favorably to ads than less skeptical consumers, overall; (b) respond more favorably to ads that contain a combination of concrete claims and images supporting those claims; and (c) respond as favorably as less skeptical consumers when ads feature concrete claims with supporting images. Additional results suggest that images are effective among highly skeptical consumers because skeptical consumers have a reduced ability to visualize advertising claims. Implications and future research directions are discussed. 相似文献
165.
委婉语既是一种语言学现象,更是一种文化现象,它广泛应用于社会生活的方方面面。本文通过对众多英语广告语言的研究,分析了广告制作者如何通过构词,词汇,修辞以及语法等手段将委婉语运用于广告中以使其文约意丰,别致新颖。 相似文献
166.
论英语广告语篇翻译的"三性"原则 总被引:1,自引:0,他引:1
肖新英 《江西财经大学学报》2010,(2):81-85
广告语篇翻译是一种跨语言、跨文化、目的性极强的交际活动。由于广告语篇是以文谋钱为创作目的,因此,指导英语广告语篇翻译的原则自然地与普通英语翻译的原则有所不同。从英语广告语篇翻译的性质和目的来看,它应当遵循三性原则:信息内容上的忠实性;语言形式上的吸引性;文化上的可接受性。以上三性原则是评价英语广告语篇翻译质量高低的重要标准。 相似文献
167.
This paper presents the results from a qualitative study of income support recipients with regard to how they feel about advertising which overtly appeals to their sense of fear, guilt and shame. The motivation of the study was to provide formative research for a social marketing campaign designed to increase compliance with income reporting requirements. This study shows that negative appeals with this group of people are more likely to invoke self-protection and inaction rather than an active response such as volunteering to comply. Social marketers need to consider the use of fear, guilt and shame to gain voluntary compliance as the study suggests an overuse of these negative appeals. While more formative research is required, the future research direction aim would be to develop an instrument to measure the impact of shame on pro-social decision-making; particularly in the context of close social networks rather than the wider society. 相似文献
168.
中国广告业已经跨过30年的门槛,在这30年不长的时间里,中国广告业取得了飞速的发展。本文聚焦这30年,讲述了中国广告业不同凡响的历史进程中不该遗忘的细节。 相似文献
169.
170.
Government regulations designed to promote social welfare can have unintended consequences on efficiency. According to the
LeChatelier Principle, regulations that effectively limit substitution possibilities among inputs will reduce firm and industry-wide
efficiency. In imperfectly competitive markets, however, government constraints on a strategic variable can facilitate coordination.
An advertising restriction, for example, would improve efficiency if it enables firms to produce the same level of sales with
less advertising spending. We use data envelopment analysis to estimate the effect of marketing regulations on efficiency
in the U.S. cigarette industry. Unlike previous studies, we do not assume that marketing and production technologies are separable.
Our results demonstrate that coordination effects dominate LeChatelier effects. Cigarette producers have benefited from advertising
restrictions, a result consistent with the capture theory of regulation.
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Victor J. TremblayEmail: |